years by opening 150 new Starbucks retail locations within Canada. Profit objective: to increase profit by 8% in the next 2 years by not competing on price. Starbucks should differentiate themselves in other ways‚ whether giving superior value or reducing prices will only waste effort‚ time and emotional costs. Market share: to increase market share from 24% to 30% by 2015 by introducing an extension of a product line. Unique Selling Point Starbucks stands out because of their
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Table of Contents 1.0 Executive Summary 03 2.0 Company Overview 04 2.1 Company Structure 04 2.2 Mission Statement 05 2.3 Financial Analysis 06 3.0 Competitive Analysis 06 3.1 Second Cup 06 3.2 Timothy’s 08 3.3 The Symposium Cafe 09 3.4 Tim Hortons 10 4.0 Competition in Canada 10 4.1 Direct Competition 10 4.2 Indirect Competition 11 5.0 Starbuck’s Current Positioning 13 5.1 Retail Positioning Matrix 13 6.0 Strengths and Weaknesses 14 6.1 Strengths 14 6.2 Weaknesses 15 7.0 External Factors
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An Analysis of Starbucks Company History Starbucks was opened its first coffee company in Seattle’s Pike place Market on 1971. The name was taken from the first mate in Herman Melville’s Moby Dick (Company Profile‚ 2005). Products Beverages: Brewed coffees‚ Italian-style espresso‚ cold blended beverages‚ roasted whole bean coffees‚ tea products‚ fruit juice‚ sodas‚ and coffee liqueur. Food: Sandwich‚ Salads‚ pastries and ice creams. Non food items: Mugs‚ Travel tumblers
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line of blended coffee beverages sold by Starbucks. It consists of coffee blended with ice and various other ingredients‚ usually topped with whipped cream. Frappuccinos are also sold as bottled coffee beverages in stores and from vending machines. Launched as an experiment in a California Starbucks‚ the frappuccino went national about 15 years ago and soon became a popular alternative to hot drinks. It looks like in a long term of life. Because Starbucks is hoping its sales will help offset the
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Starbucks Financial Analysis Financial Analysis of the Starbucks Corporation 2401 Utah Avenue South Seattle‚ Washington 98134 (800) 235-2883 Financial Analysis of the Starbucks Corporation Company Overview Starbucks is the world’s largest specialty coffee retailer‚ Starbucks has more than 16‚000 retail outlets in more than 35 countries. Starbucks owns more than 8‚500 of its outlets‚ while licensees and franchisees operate more than 6‚500 units worldwide‚ primarily
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Starbucks Case Analysis August 24‚ 2008 Analysis of Current Situation Environment 1. Economic Conditions: In a time of inflation when the purchase of nonessential items is down‚ Starbucks is feeling the effects. a. 600 Starbucks locations will close by mid-year 2009 b. This represents 8.7% of the stores nationwide..affecting 44 states..88 locations in California alone. c. 12‚000 employees will lose their jobs…Starbucks will offer relocation packages to many employees‚ severances to
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SYNOPSIS Starbucks Corporation‚ originally founded in 1971‚ but purchased by Howard Schultz in 1987‚ is the market leader in selling gourmet coffee (Starbucks‚ 2008). Starbuck’s main objective is to establish itself as the most respected and recognized coffee brand in the world (Fact Sheet‚ 2008). Starbucks has accomplished this objective and experienced much success through their competitive strategy of clustering several stores within the same community and through their distinctive competencies
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affected by many different factors. From their first store in Seattle‚ WA Starbucks learned that customers wanted a place to sit down and have a cup of coffee‚ while other customers wanted to get coffee quickly by utilizing a drive-thru. Both of these options have been added to appeal to a larger customer base. When Howard Schultz first entered the Starbucks business‚ he was struck by the philosophy of Starbucks. Starbuck not only stood for good coffee‚ but also for the dark-roasted flavor profiles
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___ % | Contents Part One Introduction 3 Part Two External Analysis 4 2.1 Brief overview of the company 4 2.2 Starbucks a global corporation 5 2.3 Environmental opportunities and constraints on the company 5 2.3 PESTEL Macro level analysis 5 Political factors 5 Economic factors 6 Social factors 6 2.4 Micro level analysis 7 2.4.1 Industry life cycle analysis 7 2.4.2 Porters five force analysis 7 Treat from rival firms 8 Treat of new Entrants 8 Treat of Substitute
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Module 2: understanding the external environment 2.1 What type of org is Starbucks? ..................................................................................................................................3 2.2 Identify the industry‚ product segments and value chain ...........................................................................................3 2.3What is the current life cycle position of the industry (and demonstrate why?).........................................
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